How Branding Influences Consumers Luxury Fashion Choices

1454 Words Dec 6th, 2015 6 Pages
When given a choice between a pair of Prada shoes or a pair of Puma shoes, consumers are aware that both products will provide sufficient comfort and protection to their feet. Yet, when asked in a recent visual survey, which shoe they would choose to buy, 76% of people chose the Prada brand shoe (Appendix p. 1). Given that both shoes can achieve the same purpose, one asks why have so many people chosen that particular brand of shoe over the other? When contemplating the alternative brands of each shoe, it could be suggested that effective branding has enticed consumers to prefer the Prada shoe? The following essay will discuss how branding influences consumers luxury fashion choices.
Bain and Company (D’Arpizio et al, 2014) state that the’ market for personal luxury goods has nearly tripled in the past 20 years’ (p. 7), with the industry reflecting healthy growth by exceeding €850 billion in 2014 (p. 3). It is evident that luxury consumption is a thriving industry. Despite the fact that prices of luxury goods has risen over 60 percent in a decade, consumers are still choosing to purchase such items (Sherman, 2014).
Prada, Chanel and Louis Vuitton are recognized as luxury brand goods (Okonkwo, 2007, pp. 45-47), yet there is much deliberation about the definition of luxury. Bearden and Etzel (1982, p. 184) define luxury as ‘something that is more than necessary’, Webster states that it is ‘something adding to pleasure or comfort but not absolutely necessary’ (2004, p.…
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